Fundamental of digital marketing

INTROCTION TO FUNDAMENTAL OF DIGITAL MARKETING COURSE PART - 1

First of all i would ask some topics before the course of fundamental digital marketing. This blog i will provide first priority of digital marketing topics is known as SEO.

Fundamental Of Digital Marketing Overview

1. History Of SEO

2. Search Engine Optimization Overview

3. How Search Engine Works?

4. Main Types Of SEO

5. Top 15 Best SEO Tools

6. On-Page SEO And Their Technics

7. Off-Page SEO And Their Technics

History of SEO

Internet is a wide community including millions of users and it is also named as one of today’s most important communication tools. This wide community is also known as an important customer potential for everyone who thinks about business works based on Internet environment. Internet has become new channel of the business area in the modern world in which it is not possible to reach such a wide volume by using traditional selling channels. The working method, which has changed with the Internet, has created some changes in other areas and it has also enabled companies to need Internet based marketing activities(Eren. 2009).

As a result of increasing popularity of the Internet, a crowd, which is also named as “electronic community” was appeared. Marketers, who try to reach customers in a fast and effective way with direct marketing method and also reduce customer reaching – costs, aim to reach electronic communities that have big potentials. (Eren, 2009). According to companies, this crowd, which is also named as electronic community, is evaluated as a customer. Because of this, they try to introduce and market their companies via developed web sites. On the other hand, they also know that the most important and effective introduction and marketing way is taking part on top lists of search engines.

Whereas Internet includes hundred thousands of web pages, it is better to use search engines in order to reach wanted data or information. According to Comscore World Metrix evaluation on April 2009, Turkey has 7th biggest Internet population in Europe and furthermore, it also has users who spend the most time on the Internet in Europe(Internet1,2009). According to the research study on July 2009, 81 percent of Internet users enter to the Internet environment via search engine web pages.

Search Engine Optimization Overview

SEO stands for Search Engine Optimization. SEO is all about optimizing a website for search engines. SEO is a technique for designing and developing a website to rank well in search engine results. improving the volume and quality of traffic to a website from search engines. marketing by understanding how search algorithms work, and what human visitors might search. SEO is a subset of search engine marketing. SEO is also referred as SEO copyrighting, because most of the techniques that are used to promote sites in search engines, deal with text. If you plan to do some basic SEO, it is essential that you understand how search engines work.

How Search Engine Works

Search engines perform several activities in order to deliver search results.

Crawling - Process of fetching all the web pages linked to a website. This task is performed by a software called a crawler or a spider (or Googlebot, in case of Google).

Indexing - Process of creating index for all the fetched web pages and keeping them into a giant database from where it can later be retrieved. Essentially, the process of indexing is identifying the words and expressions that best describe the page and assigning the page to particular keywords.

Processing - When a search request comes, the search engine processes it, i.e., it compares the search string in the search request with the indexed pages in the database.

Calculating Relevancy - It is likely that more than one page contains the search string, so the search engine starts calculating the relevancy of each of the pages in its index to the search string.

Retrieving Results - The last step in search engine activities is retrieving the best matched results. Basically, it is nothing more than simply displaying them in the browser.

Main Types Of SEO

White hat SEO

WHITE HAT SEO techniques are the best way to improve your SEO ranking over time and optimize it. These are the tactics that Google recommends you use to help your site rank better in the results. They abide by Google’s search engine guidelines and drive positive results for your business.

These techniques include:

Creating high-quality content: High-quality content brings valuable leads to your page that are interested in your business. This helps improve your ranking to help you reach more interested traffic. You can create multiple types of industry-related content, including blogs, ebooks, videos, and infographics.

Optimizing HTML: Cleaning up your site’s code will help your site perform better. This includes practices like cleaning up messy code, eliminating white space, and reducing unnecessary text. This will help your site perform better.

Sharing on social media: Social media helps you drive traffic to your site. You can boost your website’s engagement and drive leads to your page. It helps you improve your ranking.

Making your site user-friendly: If you want to keep leads on your site, it must be user-friendly. This means creating an appealing design, a well-structured navigation, and making your site engaging with photos and videos.

Black hat SEO

Black hat SEO techniques exploit search algorithms to get higher rankings.

Some businesses use black hat SEO techniques because they drive fast results. People want the immediate gratification without putting in too much work. The downfall, however, is that black hat SEO ends up hurting businesses in the long run.

There are numerous tactics that fall under black hat:

Link spamming

Keyword stuffing

Cloaking

Hidden text/links

Using irrelevant, popular keywords

Over optimizing HTML headings

Copying content

Buying links

Top 15 Best SEO Tools

1. Google Card

2. Answer The Public : (Creating Unique And SEO Friendly Headlines).

3. Keyword Explorer : ( Ahrefs keyword explorer provides deep insights like accurate search volumes, keyword difficulty score, advanced SEO metrics, and a lot more).

4. Soovle.com : (Soovle is a simple but handy keyword research tool. It is a customizable engine that combines the suggestion services from all the major search engines in one place. In case you are out of ideas, this tool can help you find different keywords on different search engines.).

5. Structured Data Testing Tool : (Structured data testing tool checks structured data or rich snippets on a webpage irrespective of whether it is online, on an intranet, or behind a password-protected page).

6. Rich Result Test : (If you want to check if your website supports rich results, you can check it using Google’s Rich Results Test tool, which allows you to find rich results for your website).

7. Ahrefs Backlink Checker : (This tool can help you snoop your competitor’s backlinks. Ahrefs Backlink checker shows the top 100 backlinks, top 5 anchors, top 5 most linked pages of any website or webpage).

8. Find That Lead : (Find That Lead is a very useful tool for finding the email addresses of the site owners. This tool needs the name of the person you are looking for and the domain).

9. Voila Nobert : ( Voila Norbert is also an email-finding tool. Just enter the name and domain of the person you are looking for, and it will find the email address).

10. Deep Crawler : (If you are looking for an SEO tool that helps you in your business growth, helps your website rank for your selected keywords, and finds and fixes SEO errors, then Deep Crawl is one of the best tools).

11. Screaming Frog SEO Spider: (Screaming Frog SEO Spider is undoubtedly one of my favorite tools for scanning web pages for finding on-page errors. The free version can scan up to 500 pages).

12. Google Search Engine : (Google Search Console is another mandatory tool. It helps website owners understand the performance of their website and provides coverage reports).

13. Authority Labs : (Authority Labs is a paid keyword tracking tool. It is a powerful rank tracking tool that shows daily local results and also allows global tracking).

14. Panguin Tool : (Panguin SEO Tool is perhaps one of the best free Search Engine Optimization tools available out there).

15. Keyword Hero : (Keyword Hero lets you see all your organic keywords and their particular performance metrics on your Google Analytics account).

On-Page SEO And Their Technics

On page optimization refers to all measures taken by SEOs within the website to improve the ranking of a site in search engine result pages. These measures are related to content and HTML source code of a page, e.g., meta tags, keyword placement, and keyword density including the technical set-up, the content, and user-friendliness of your site. So, on page seo optimization factors are linked with the elements of your website

So, in on page seo, you deal with all the elements of SEO that you can control. For example, a website owner can control the technical issues, meta tags, and quality of the content of the site. On page seo issues are in your control so that they should be resolved without any delay to improve rankings in search engine result pages.

There are many on-page seo factors that can help your site to rise higher on SERPs. Some of the most important On-Page seo factors are as follows:

1. Keyword in the Title tag: Title tag tells the search engine and users about your content. It provides an accurate description of the content, which makes it an important relevancy signal for a search engine. So, one can incorporate relevant keywords in the title tag that represents your content and thus can assist search engines and users in understanding what they are going to read and accordingly to improve its ranking.

2. Keyword in meta description tag: It is a summary or snippet of your page, which is displayed on search engine result pages below the URL. You may include your keywords in this and make it make more relevant, appealing, and informative to search engines and users and thus can get more click on your link.

3. Keyword in the H1 tag: It is also a relevance factor that introduces your page or acts as a description of your page. So, you may also include your main keywords in the H1 tag to improve its ranking

4. The length of the page: Today, the users don't get satisfied with basic information; instead, they want to be educated by reading all the possible information about a topic. The search engine, therefore, prefers lengthy pages to rank first as the longer pages can cover more aspects of your topic.

5. Canonical Tag: You should use the canonical tag when you have two URLs with similar content. This tag prevents the issue of duplicate content as it tells Google that one URL is equivalent to another, so the two pages with the same content are not different pages and they belong to the original page.

6. Image Optimization: Along with the text, images should also be optimized by using alt text, caption and description, and more. Furthermore, don't name your image as 'image1.jpg' instead use descriptive filenames, for example, 'woman-driving-car.jpg.

8. Outbound Links: You can use outbound links to send users to another website if you want to provide more information. So, it can be a trust factor for Google. However, using too many outbound links many affect the rankings, so use them in moderation.

9. Internal Links: You can interlink your pages so that traffic from a one may be diverted to other pages which are less clicked by the users.

10. Keyword in URL: The URL should contain the keywords as it is also a way to send a relevancy signal to search engines

Off-Page SEO And Their Technics

Off-page optimization refers to all the measures that can be taken outside the website to improve its ranking on search engine result pages. Unlike on-page SEO, it does not deal with the optimization of your site or content itself. So, off-page optimization factors are not in the direct control of the website owner

Building links is an important part of off page seo. You must be aware of the type of links and the factors that influence the quality of a link to your site before you start building backlinks. There are three types of links, which are as follows:

Natural Links: This type of links come to your site naturally. You don't have to put effort or make strategies to earn such links. For example, a blogger has written a blog about technologies, and he has mentioned your website link in his blog.

Built Links: These links are generated through outreach. You have to earn such links by reaching out to webmasters, publishers, or journalists or by promoting the content with an ad campaign.

1. Creating Shareable Content: Quality content is always the king in SEO. Creating meaningful, relevant content that can be shared is a smart way of generating natural links to your website. So, keep researching and updating your content.

2. Influencer Outreach: If you think your content is valuable and is worth to share, don't hesitate to reach out to influencers in your industry. If they like your content, you can get links from them. However, make sure the links come from relevant websites.

3. Guest Author: You can post your content as a guest post on other blogs that are open for a guest post from various authors. You are required to write quality content that relates to their blog. If your content does not add value to their blog, they may not allow posting in their blogs.

4. Social Media Engagement: It is also an important off-page SEO technique that allows you to make your website or business popular by interacting with people on multiple social media platforms such as Facebook, Twitter, etc. It will help you get more backlinks.

5. Social Bookmarking Sites: These sites offer you a platform to promote your website. You can upload your webpage or blog post on these sites with a link to your site. Thus, you can gain high traffic to your site.

6. Forum Submission: You can participate in forums that relate to your website and business and make connections with these communities. It allows you to reply to threads, answer people's questions, and give suggestions. Use "Do-Follow" forums for better results.

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